CASE STUDY 1:
In the tourism industry, customer satisfaction is a crucial factor affecting the number of
tourists. The management of a reputed hotel is interested in determining customer
satisfaction with the service provided by all of its branches throughout Malaysia. The
hotel has 12 branches all over the country. Six hotels are selected, and questionnaires
are distributed to the guests who stayed in the hotels for two months. The
questionnaire intends to obtain information on gender, hometown, the number of
times a person visits the hotel in a year, and opinions on the hotel's receptionist desk
services.
1. Population:12 branches hotel customer X All guest who stayed at 12 branches hotel
all over country
2. Sample:6 selected hotels customer X All guest who stayed at six randomly selected
hotels for two months
3. Type of study: Sample survey
4. Sampling frame: List of all the names of all the customers from different hotels X
Name list of all the guests who stayed at the 12 hotels all over the country in two months.
5. Sampling unit: Customer
6. Variable of interest: Satisfaction level
Variables: Gender, hometown, the number of times a person visits the hotel in a year,
and opinions on the hotel's receptionist desk services.
Scale of measurement: Ordinal
Type of variable: Qualitative
7. Example of data for the variable of interest: Strongly dissatisfied, Dissatisfied,
Neutral, Satisfied, Strongly satisfied X Excellent, Good, Fair, Bad, Very bad
8. Source of data: Primary data
9. Data collection method:Questionnaire X Direct Questionnaire
10. Sampling technique: Simple random sampling X cluster sampling technique
CASE STUDY 2:
A researcher is interested in studying the number of hours spent per week on the
internet by university students. Below is the number of students from four faculties:
Faculty Number of students
Mathematics 40
Business 50
Information Management 90
Accounting 20
A total of 80 students will be interviewed at random.
1. Population: 200 university students X All university students from four different
faculties / All 200 university students / 200 university students.
2. Sample: 80 students randomly selected X 80 students were randomly selected from
the university.
3. Type of study: Sample survey
4. Sampling frame: List of all names of all students from different faculty in the
university X The sampling frame is the list of all university students' names from four
different faculties.
5. Sampling unit: Student X University student.
6. Variable of interest: Number of hours spent per week on the internet
Scale of measurement:Ratio
Type of variable: Quantitative X Quantitative continuous
7. Example of data for the variable of interest: 10 hours-15 hours, 16 hours- 20 hours,
20 hours-25 hours X 20 hours, 19 hours, etc
8. Source of data: Primary data
9. Data collection method: Interview X Personal interview
10. Sampling technique: Stratified sampling method
CASE STUDY 3:
A market research firm intends to collect information on families' recreation
expenditure in the Federal Territory and Selangor state for last year. Three groups of
residents were identified. Thirty percent (30%) of the residents belong to the
lower-income group, fifty percent (50%) belong to the middle-income group, while
twenty percent (20%) belong to the higher-income group. A set of questionnaires is
prepared and distributed to each unit of the sample selected. Using the type of house
as their sampling frame, the market research firm randomly chooses a sample of 300
families.
1. Population: All families X All families in the Federal Territory and Selangor state.
2. Sample: 300 families randomly selected X 300 families randomly selected from the
Federal Territory and Selangor state
3. Type of study: Sample survey
4. Sampling frame: Type of house X The sampling frame is the house number list for
all types of houses in the Federal Territory and Selangor state.
5. Sampling unit: Family
6. Variable of interest: Recreation expenditure
Scale of measurement: Ratio
Type of variable: Quantitative Quantitative continuous
7. Example of data for the variable of interest: Close ended X RM800, RM250, etc
8. Source of data: Primary data
Type of statistics: Descriptive statistics and inferential statistics.
9. Data collection method: Questionnaire X Direct questionnaire
10. Sampling technique: Quota sampling method X Stratified sampling technique.
CASE STUDY 4:
Offering good services is essential in any organization to maintain its customers'
satisfaction. In Cemerlang College, a researcher is interested in studying students'
satisfaction with library services. There are 900 registered students at the college, and
50 students are randomly selected. Questionnaires are disseminated among students
to gather information such as: faculty name, age, gender, satisfaction level with library
services (using the scale: strongly satisfied, satisfied, fair, dissatisfied, strongly
dissatisfied), number of times per month visiting the library, and services received by
students.
1. Population: 900 registered Cemerlang College students
2. Sample: 50 students are randomly selected X 50 students are randomly selected
from Cemerlang college.
3. Type of study: Sample survey
4. Sampling frame: List of all the names of all the students in Cemerlang College X
The sampling frame is the list of names of all 900 registered students in Cemerlang
college.
5. Sampling unit: Student
6. Variable of interest: student satisfaction level with library services
Scale of measurement: Ordinal
Type of variable:Qualitative
7. Example of data for the variable of interest: strongly satisfied, satisfied, fair,
dissatisfied, strongly dissatisfied
8. Source of data: Primary data
9. Data collection method: Questionnaires X Direct questionnaire
10. Sampling technique: Simple random sampling
CASE STUDY 5:
Cool Telecommunication Berhad is interested in obtaining information on the quality
service provided to their customers in Kuching, Sarawak. A sampling frame for this
study consists of 2400 telephone subscribers. For this survey, a random sample of 150
subscribers is selected.
1. Population: 2400 telephone subscribers of Cool Telecommunication Berhad in
Kuching, Sarawak
2. Sample: 150 subscribers are randomly selected X 150 subscribers randomly
selected from Kuching, Sarawak.
3. Type of study: Sample survey
4. Sampling frame: List of all the names of all the subscribers of Cool
Telecommunication Berhad in Kuching, Sarawak X The sampling frame is the list of
the telephone number of all telephone subscribers at Kuching, Sarawak.
5. Sampling unit: Subscribers Telephone subscriber.
6. Variable of interest: Quality service
Scale of measurement: Ordinal
Type of variable: Qualitative
7. Example of data for the variable of interest X Strongly satisfied, satisfied, fair,
dissatisfied, strongly dissatisfied Excellent, Very good, Good, Fair, Bad
8. Source of data: Primary data
9. Data collection method: Questionnaire X Telephone interview
10. Sampling technique: Simple random sampling
